Empirical Study On Influential Factors Of Customer Behavior Related With Take-away On-line Food Purchasing

According to the 39th China Internet Development Statistics Report released by China Internet Network Information Center (CNNIC) in January 2017, as of December 2016,the overall size of China's netizens has reached 731 million, Compared to nearly 42.99 million people, of which only online take-away users has reached 208 million people, accounting for 28.45% of the total number of Internet users, compared with last year increased by nearly 1.83 times, which we can easily see that China's Internet online take-away market Has great potential. In particular, with the major online take-off platform listed, "lazy take-away economic era" is already quietly coming, and in this huge market opportunities,online take-off platform how to seize business opportunities in a timely manner, to improve consumer purchasing intentions, has become China An important research topic of economic reform and operation mode improvement.This article " Empirical Study on influential factors of customer behavior related with take-away on-line food purchasing " for the research topics, e-commerce, Internet food and take-off and other basic concepts and consumer behavior, planning behavior theory and other theoretical knowledge to be summarized Based on the theory of customer purchase behavior, a 12-dimensional hypothesis research model is constructed. Based on a large number of questionnaire research and data collection and processing, SPSS 19.0 and structural equation model (SEM) are used to select the online take-off platform Influencing factors to carry out a comprehensive empirical analysis.Empirical studies have found that convenience, ease of use, special price for platform,entertainment and personalized recommendation have a significant positive effect on the purchasing attitude, perception of risk have a negative correlation on the purchasing attitude;Positive evaluation and self-efficacy have a significant positive effect on the perceived behavioral control, negative appraisal have a negative correlation on the perceived behavioral control, however self creativity have no impact on the perceived behavioral control; Purchasing attitude and perceived behavioral control have a significant positive effect on the purchase intention. From the total impact of various factors, special price for platform has more significant effect, followed by the entertainment, then followed by self-efficacy, convenience, ease of use and so on. Finally, according to the findings of this study and actual situation of online take-off, this paper have made some marketing proposals for the perspective of platform, consumer and analysis of weights, and summarized the limitation and suggestions for the future study.